Norwegian Hotel Chains Announce Cuts to Destination Organisations

New visitor contribution could change how destination work is funded in Norway

The introduction of a new visitor contribution in Norway is sparking discussions between hotel chains, municipalities and destination organisations. Strawberry, Scandic and Thon Hotels have announced that they may reduce their financial contributions to destination organisations. In Tromsø, Strawberry has already withdrawn its hotels from Visit Tromsø

Strawberry withdraws from Visit Tromsø

The decision is linked to the city of Tromsø's plans to introduce a visitor contribution from 1 January 2027. Strawberry argues that the new contribution changes the existing funding model for destination work, as hotels and guests will already contribute to destination development through the new fee.

According to Dagens Næringsliv, Scandic and Thon Hotels are also considering similar reductions in their contributions.

Impact on other destinations

The discussion is not limited to Tromsø. Vågan in Lofoten is also planning to introduce a visitor contribution from January 2027. As Thon Hotels has a strong presence in Svolvær, a reduction in its contribution could affect the funding of Visit Lofoten.

In Stavanger, there are also plans to introduce a visitor contribution. Region Stavanger warns that the withdrawal of hotels could put a significant share of the destination organisation's funding at risk.

New visitor contribution

Norway's Visitor Contribution Act came into force on 1 July 2026. It allows municipalities particularly affected by tourism to introduce a voluntary visitor contribution of 3% of the accommodation price excluding VAT.

The revenue is intended to fund tourism-related public services. At the same time, the new contribution could change the existing funding structure of destination organisations if hotel chains reduce their membership contributions.

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Header: Tromsø, Norway © Faris Mohammed / Unsplash